Our musings on making video personal
We live in a world where customers call the shots. Mobile, Social, and the Internet have given customers control. Customers dictate where, when, and how they want to be communicated with. It’s no longer enough to have the best product, the lowest price or even the friendliest service. It’s how customers experience a brand that trumps everything. It’s how people feel at each and every touchpoint that matters most. What matters most to them is what matters.
Who are these customers? Who are these people with such expectations?
These customers — these people — are us. We are millions of unique individuals.
We are real people with realistic expectations. What we want is exceedingly simple.
What we want is for all the companies and brands with which we do business to do right by us. And, when that happens, we will do right by them by being loyal advocates for their brands.
What we don’t want is to be treated as a single data point, or a target market segment or an impersonal trackable cookie on a website that seems to stalk our every move online.
What we want seems logical and intuitive… After all, we have these kinds of personal, relevant and valuable interactions with brands like Amazon, Uber and Google.
Why then is it so difficult to have this kind of personal, relevant and valuable engagement with our mobile phone provider, our cable company, our bank, and so many others?
The simple answer is: It’s hard to create this level of personalized engagement at scale. And it’s especially hard for brands that have been around for a long time. But that doesn’t mean it’s not possible.
At SundaySky, we believe you can’t deliver great customer experience if you can’t manage each and every customer touchpoint. How you engage your customers across every single touchpoint determines how your company and brand will be remembered.
SundaySky’s SmartVideo platform enables enterprise brands to provide smart engagements at every touchpoint because those engagements have the ingredients customers expect. Each engagement is at once:
Let’s break that down.
What do we mean by personal? We mean personal that is all about the specifics of the individual and addressing his or her goals first and foremost. Take a look at an April 2017 Forrester Research report Pivot to Person-First Personalization, by Andrew Hogan and Jenny Wise. These takeaways from Andrew’s presentation reveal how personalized engagement should clearly deliver one or more of the following benefits to an individual customer:
Not only does our SmartVideo platform enable individualized contextualization, but each engagement is created in the most compelling storytelling medium there is, video. Video is the preferred communications medium of digital natives. Ask a millennial to search for something, and they’ll start on YouTube. It’s no wonder that Cisco predicts over three-fourths (78 percent) of the world’s mobile data traffic will be video by 2021.
You see more and more use of video on social media, particularly on Facebook and Instagram. SundaySky’s SVP of Creative & Industry Solutions, Guy Atzmon, here characterizes Facebook’s use of video today and how we believe it can be improved going forward, especially as personalized engagement shifts to become truly individualized on a one-to-one level.
Personalized customer engagement works, but it really soars when it’s all done on video and delivered in real-time in a way that’s personal and relevant, valuable and entertaining, and available on every digital media channel preferred by the customer.
The sea change we are witnessing in customer experience and video-led, personalized customer engagement is exciting, but it’s only the beginning. The finish line is a future where video leads every customer engagement, and SundaySky’s SmartVideo is your primary platform for video-led, personalized customer engagement across your enterprise.
SmartVideo needs to be everywhere your customer is. The future of personalized customer engagement is SmartVideo. Everywhere.
Are you ready to commit?